Purchase Behavior Targeting Critical For Facebook Advertising

Success with social media marketing has long been measured in terms of user engagement. People viewed shares, comments, and likes on Facebook as proof that a brand was connecting with potential customers. Marketers leveraged the targeting tools within the Facebook advertising system to reach people from various demographics or locations or who had shown interest in certain products or activities. CEOs at large companies, however, are increasingly more interested in sales instead of engagement. This managerial outlook has now brought attention to Facebook’s purchase behavior targeting option because it focuses on people who actually buy things.

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